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Cranin Moves Up the Creative Ranks at McCann

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New YORK—Jonathan Cranin, who helped create the award-winning MasterCard campaign at McCann-Erickson Worldwide, has been promoted to chief creative officer, Europe, Middle East and Africa, a new post in which he will oversee the creative product of 100 offices.

Cranin, 45, will also retain his duties and title as evp, chief creative officer, McCann-Erickson, North America, supervising the creative output of 14 full-service offices outside New York. He is also joining the McCann-Erickson WorldGroup board as its 21st member. He reports to WorldGroup CEO Jim Heekin.

The promotion makes him one of the top three creatives in the McCann organization. Marcio Moreira, vice chairman, chief creative officer of McCann-Erickson Worldwide, recently took on additional responsibilities with a promotion to vice chairman, chief creative of WorldGroup. Moreira also reports to Heekin.

Nina DiSesa continues as chairman, chief creative officer of McCann-Erickson, New York, the flagship office with $2.2 billion in billings. She reports to Tony Miller, regional director for North America.

Cranin's elevation comes several weeks after he was said to be considering offers from other agencies.

"I was wooed," Cranin said, acknowledging that he had been approached by other shops. "This promotion has nothing to do with it. I love McCann. It's my home. There are emotional attachments. Why would you cash that out? This business is tough as it is."

Heekin added, "I'm sure people have offered him stuff, but that has nothing to do with what we're doing. We thought it would be beneficial to have a senior creative person looking at our multinational clients, especially with so much trans-atlantic flow in businesses, such as Nestlé, Unilever and MasterCard."

Known as a brusque, demanding supervisor, Cranin is also said by colleagues to be "genuinely talented," someone who "brings a certain intellectualism to the creative process."